INFLUENCE OF CAREER MANAGEMENT SYSTEM ON CUSTOMER RELATIONSHIP MANAGEMENT IN HIGHER EDUCATION

Large and rapid changes on the global market are emphasizing the importance of career management as a core component of competitiveness. Key to differentiation of service sector, including educational institutions, as opposed to other sectors lies in two basic characteristics of services such as intangibility and inseparability of production and consumption. It is these characteristics that emphasize the importance of human potentials as a key competitive determinant. People, their knowledge and competencies are becoming bearers of differentiation of businesses and a key component for earning profits in the current market environment. The process of career management is one of written procedures that support the process of human resources management in the organization, and therefore it is one of quality documents that can influence the conversion of human potentials to human capital. The fact is that career management can be clearly identified and documented only in those organizations that have implemented a quality management system in accordance with the requirements of international standard ISO 9001. Perceived quality of service in higher education has a positive impact on student progress and development. Thus the aim of paper is to show that relationship between students and faculty have a significant impact on dimensions of quality, which implies satisfaction of students, and thereby their loyalty. Special emphasis is placed on examination of relationship between perceived quality of service of higher education institutions and student results. Based on the data from the conducted research, policymakers in higher education can shape the strategy of higher education focused on the progress and development of students.